Iconic London expands in North America across the full Sephora estate

14TH JULY 2021

Sephora is Iconic London’s key strategic partner in the US market for both its offline and online businesses.

The partnership started in July 2020 initially online with a selective range of products. Supported by a strong social media campaign, the initial stock sold out in just three weeks. In September 2020, the partnership expanded to launch in 254 doors as part of the ‘Next Big Thing’ presentation.

As the brand continued to outperform its benchmarks, several new products were added to the range over the first half of 2021. Iconic London is now at a pivotal inflection period, as the brand has now also launched in all Sephora Canada stores and online. Additionally, the brand will launch in the 200 Sephora doors with Kohl’s.

Presence across the full Sephora estate in North America has dramatically increased the brands reach in this exciting period of international expansion. To support the increased demand, the business will also establish a local warehouse to reduce lead times, support the partnership, and enable direct to consumer sales on the Iconic London website.